Search is the primary method by which people discover the content

Search is the primary method by which people discover the content they’re looking for, and so we optimize our websites for search engines.
But sometimes people may want content that they don’t even know exists. It’s pretty hard to search for something you’ve never heard of.
We probably all have a story about a movie, band, website, or product that someone recommended, which turned out to be really amazing. Although it wasn’t something you were actively searching for you were really happy you found it. Most of the time it’s a friend, colleague, or family member who brings our attention to an unknown desire. Word-of-mouth recommendations fill a findability gap that search doesn’t. The Web amplifies word-of-mouth recom- mendations, which makes it the perfect place to spread your message to a wide audience. With a little knowledge of basic psychology and the right tools, you can persuade your users to spread your marketing message like a virus from one person to the next.